Table 3.

Content categories for genre.

Category	Definition
News/update	Update about a current event from a reputable news source, or post from user about relevant news from news source
Information	Factoid or resource, can be a personal blog or forum, or link to product review (posted by everyday person or e-cigarette community movement)
First person e-cigarette use or intent	Reports personal use of, intent, or interest to use e-cigarettes
Second/third person experience	Reports someone else’s use of e-cigarette
Personal opinion	Personal opinion related to e-cigarettes
Marketing	Activities involved in the transfer of goods from the producer or seller to the consumer or buyer, eg, sales of e-cigarette products or accessories, job announcements, review of products posted by e-cigarette company/retailer